Greg Sterling says, “Ad fraud is a major problem in digital advertising that results in billions of dollars in annual losses to marketers.

While marketers are winning the battle against “basic bots,” they’re losing against more sophisticated bots, according to a new study and report from White Ops and the Association of National Advertisers (ANA).

The study collected data on the ad buys of 49 advertisers between August 1 and September 30 last year. ANA concluded that on average, bot impression fraud had cost the study participants roughly $10 million each. In total, the study’s authors estimate that bot fraud will generate $7.2 billion in losses for marketers in 2016 on a global basis“.

Study: Sophisticated Bots Outwitting Marketers, Will Cost $7.2 Billion In 2016

Marketing Land

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